Specialty fashion and new-wave innovation come together under one immersive roof to redefine the shopping experience and give the Middle East's retail profile a competitive status in the global arena.

Doors opened on Friday September 28th with live in-store events including DJ Memfisa on the decks and Kris Fade & Virgin Radio live on air.

A mainstay of California Cool since 1984, the American Rag Cie brand has become an institute of fashion & culture, and a home for exclusive collections coveted by customers around the world. Now, the US multi-brand retailer has found roots in the Middle East with its first flagship store now open at The Dubai Mall within the new fashion extension.

Carrying collections for men, women and home across 200 brands and host to the Middle East's largest denim bar, customers will be able to find specialty fashion from a brand mix that includes Carven, Stine Goya, Paige, Levi's and Puma for women, and Barena Milano, Editions Mr, Kappa, Needles and BALR for men. There is also a large selection of limited edition designs from Supreme and Nike, like the Nike Air Mag V1 with power laces and light-up panels, for anyone looking for total exclusivity.

Across the 768m2 space, the original laid-back California soul of this LA export is found in everything from the vintage surfboards hung on the wall, the Spanish colonial tiles that decorate the floor and the all-white Hollywood sign, ready for Instagram glory. For Dubai, the introduction of cutting-edge technology and AI will become American Rag Cie's new signature, and the pounding heart-beat of all this store aims to offer customers.

On first approach, shoppers can engage with the 24 m2 interactive digital screen that wraps the store front and gives the term 'window shopping' a brand new life-force. In-store, shoppers can be assisted by Pepper, two state of the art robots versed on all things American Rag. Step further into the store and you can expect not just great music, but live sets straight from the DJ Booth that sits at a vantage point high above the shop floor and with a 35m2 cinema screen backdrop playing everything from fashion shows to cult cinema. After exploring the floor, you'll find yourself in the fitting rooms with actiMirrors - mirrors fitted with the technology to check apparel availability, place orders through the ecommerce website for anything not available in-store and even cameras for you to take QR coded selfies as a souvenir from your Ameircan Rag Cie experience.

Post-shopping, make your way to the in-house World Coffee Bar. An original F&B concept with a menu of flavours spanning cultures and continents, all crafted with the finest quality ingredients. Here you can get your morning caffeine, your superfood shakes and wholesome snacks, all served with a rock'n'rolla flair by expertly trained baristas.

From a 360 perspective, this is a store that understands the future of fashion and the meaning of experiential retail. As the latest brand to join AWRostamani Lifestyle, CEO Greig Fowler said:

"We are thrilled to launch our debut presence in Dubai - the Middle East's tourism and shopping capital. We wanted to create an experience like nothing else in the region - from live music and performances to special editions and exclusive pieces available nowhere else in the Middle East. We're not just in the business of sales. We'd much rather create a community and spark customer engagement that goes far beyond the transactional. We welcome everyone to explore the American Rag Cie Dubai experience for themselves."

American Rag Cie is located on the 2nd Floor in the new fashion extension in The Dubai Mall.